From "Sealed Time" to "Co-Creating the Future": A National Brand's "Living Code" and New Chapter of the Era

Source: Times Weekly Report Author: He Yao

March 20th, the Spring Equinox, the second day of the lunar February, is the perfect time for spring brewing.

“On the second day of the lunar February, the dragon raises its head; honor ancestors, brew spring wine.” Along the Yangtze River, at the east gate of Luzhou Binjiang Road, the 19th Fengzang Ceremony of Luzhou Laojiao Guojiao 1573 grandly begins.

This year marks the start of the 14th Five-Year Plan. Luzhou Laojiao, themed “Ancestor of Strong Aroma, New Chapter of Guojiao,” proudly launches this cultural celebration that has been passed down for nineteen years. It is a tribute to the rich history and brewing tradition, a deep interpretation of the brand’s “Ancestor of Strong Aroma” gene and “Living Code,” and a sign that Luzhou Laojiao is opening a new chapter toward the future through a narrative that spans time.

Along the Yangtze River—embark on a journey tracing the origins of Chinese strong aroma liquor.

At 9:09 a.m., the 2026 Luzhou Laojiao Guojiao 1573 Fengzang Ceremony officially begins. As the powerful drumbeats pierce the sky, it’s as if spring thunder awakens the sleeping earth, heralding a year of favorable weather and bumper harvests.

Over 1,000 guests from home and abroad, drawn by the drums and fragrance, come to participate—before entering the main venue, they pass through the symbolic three-layer “Strong Aroma Gate,” representing “Origin of Strong Aroma,” “Living Double National Treasures,” and “Ancestor of Strong Aroma.” This journey takes guests through the geography, history, and culture of Chinese strong aroma liquor.

At the latitude of 28° north along the Yangtze River, Luzhou’s unique climate, soil, water sources, and microbial communities form an excellent combination, creating the natural genetic foundation for Luzhou Laojiao to be recognized as the “Ancestor of Strong Aroma.” This is Luzhou’s innate code as the birthplace of strong aroma liquor. Because of this irreplaceable terroir, the United Nations Food and Agriculture Organization and UNESCO have designated Luzhou as “the most suitable ecological zone on the same latitude for brewing high-quality, pure distilled spirits.”

However, Luzhou Laojiao’s status as the “Ancestor of Strong Aroma” is not only due to natural endowments but also rooted in history. In 1324 AD, the first-generation brewing master Guo Huaiyu invented “Gan Chun Qu,” pioneering the use of Daqu (fermentation starter) liquor and establishing the strong aroma lineage. By the 1950s, the first process standardization work for Chinese liquor was carried out at Luzhou Laojiao, resulting in the official publication of “Luzhou Laojiao Daqu Liquor,” the first codified technique for Chinese white liquor brewing. In 1979, at the third national liquor evaluation, the “Luzhou Fragrant Style” was officially named “Nongxiang Style,” establishing the industry standard of “Luzhou Fragrant” and promoting the formation of the “Nongxiang World” pattern.

“Deeply rooted in history, achieved through exquisite craftsmanship, and continuously thriving through the living inheritance of the national treasure cellars, Luzhou Laojiao is not only the birthplace and technique source of strong aroma white liquor but also the cultural root of this land’s brewing tradition. This cultural lineage is hidden in a thousand years of brewing time and engraved in the perseverance of each generation of artisans,” said Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group (股份) during the ceremony.

Luzhou Laojiao Group (股份) Chairman Liu Miao’s speech

The Moment of Sealing—A Living Code of Innovation and Heritage for a National Brand

Accompanied by drums, awakening dragons, and ceremonial music, the ceremony, offerings, and sealing follow traditional rites. The master brewers of Luzhou Laojiao express gratitude to heaven and earth and pay homage to ancestors through traditional rituals, demonstrating respect and commitment to farming traditions and natural brewing.

Since 2008, based on the inheritance of traditional cultural practices such as “Spring Plowing Festival,” “Spring Opening of Cellars,” and “Ancestor Worship,” Luzhou Laojiao revived ancestral customs, pioneering the sealing ceremony in the industry. This restored and elevated the ritual of honoring heaven and earth and ancestor worship with liquor. In 2023, this ceremony was inscribed on Sichuan Province’s list of intangible cultural heritage, becoming a modern example of “living inheritance.”

“Sealing is about harvest; storing is about hope. Sealing involves preserving past glories and opening new possibilities,” said Song Shuyu, Chairman of the China Alcoholic Drinks Association, at the sealing ceremony. “Luzhou brewers have set a model for Chinese liquor rituals and culture. It’s not only a tradition of brewing but also a way to promote liquor culture and a testament to a national brand’s sincere guardianship of tradition.”

Behind this innovation is the enduring power of Luzhou Laojiao’s continuous guardianship—its “Living Double National Treasures”: the 450-year-old “1573 National Treasure Cellar Group” and the 700-year-old “Traditional Brewing Technique of Luzhou Laojiao.” The former is a living relic carrying microbial life, and the latter is a living craft embedded in the bloodline of artisans. Together, they form the foundation of the brand’s heritage and innovation.

During the ceremony, guest Zheng Kai, as a “seeker,” deeply explored the process, conversed with raw material researchers and intangible cultural heritage inheritors, and from a consumer’s perspective, uncovered the contemporary charm of this “living code,” cleverly highlighting the climax of spring brewing.

Zheng Kai actively participated in the sealing ritual.

As the chant of “Pour the liquor!” rang out, the new batch of Guojiao 1573 spring brew was officially released. Over a thousand guests tasted the “first strong aroma of spring.” Afterwards, guests personally signed and sealed the jars, which were then sent into the Longquan Cave for sealing by master brewers.

“Summer cultivation, autumn harvest, winter storage, spring release”—these rituals vividly embody the Chinese brewing philosophy of “adapting to the seasons and following nature.” It’s not only a celebration of intangible cultural heritage but also a testament to Luzhou Laojiao’s dedication to cultural preservation and innovation—a “living code” of inheritance.

For over 700 years, twenty-four generations of artisans have dedicated their lives to brewing good liquor. Luzhou Laojiao believes that only by safeguarding cultural integrity can the brand’s roots be solidified; only with reverence can the soul of strong aroma liquor be forged. This “living code” is embedded in unwavering perseverance and embracing the pulse of the times, reflected in every step, every innovation, and every fine sip.

Co-creating the Future—A Grand Prelude to the New Chapter of Guojiao

Year after year, with perseverance and innovation, Luzhou Laojiao Guojiao 1573 sealing ceremony has evolved from a simple folk activity into a rich cultural IP with diverse content and formats, becoming a cultural “carnival” rooted in urban development and community life.

During this event, a series of vibrant activities blending tradition and modernity unfolded in the liquor city: a large interview titled “That Jar of Liquor in Life,” inviting guests from all walks to discuss inheritance and innovation; the “Huaiyu Cup” brewing skills competition, showcasing master artisans in a peak showdown; and the “Spring River Liquor Moon Night,” a night of Chinese liquor culture and intangible cultural heritage treasures, creating a lively and influential scene.

The sealing ceremony and its series of activities—“Brewing the Future”—are not only a vivid practice of Luzhou Laojiao’s corporate philosophy of “Brewing Together with Heaven and Earth, Coexisting with Humanity” but also a concentrated display of its cultural innovation. It propels this national brand from the liquor city Luzhou onto a broader global stage.

Luzhou Laojiao is also responding to the times with the “New Chapter of Guojiao,” which is rooted in historical depth and a grand prelude to the future.

The company adheres to the original aspiration of “Ancestor of Strong Aroma,” maintaining organic single-grain brewing, making Guojiao 1573 the only organically certified strong aroma white liquor, and ensuring the “Living Double National Treasures” thrive in the modern era. Through technological innovation, it has overcome the challenge of reducing alcohol content in high-end spirits, making 38-degree Guojiao 1573 the industry’s first billion-yuan low-alcohol flagship product. It also leads industry transformation with the first “Lighthouse Factory,” promoting intelligent and green manufacturing. Additionally, it innovates drinking methods, actively promoting trendy options like ice and special blends, and engages consumers through IP marketing such as “Cellar Master Festival” and partnerships like the Australian Open, creating diverse experiences and redefining the contemporary appeal of white liquor.

Luzhou Laojiao Huangyan Brewing Eco-Park

A glass of strong aroma reflects history, culture, and the future. From establishing the industry with “single-grain for strong aroma,” to safeguarding the “Living Double National Treasures” across generations, and to the city’s cultural icon—the sealing ceremony—this bottle of Luzhou Laojiao, rooted in history, embodies profound heritage, relentless vitality, and a spirit of innovation. It also signifies harmony with ecology and progress with the times.

Natural strong aroma, sealing as a gift. This cup of strong aroma condenses twenty-four generations of artisans’ watchful dedication. It is not only Luzhou Laojiao’s gift to nature and the people but also an invitation across mountains and seas—to raise a glass with the world, savor Chinese strong aroma, and co-create a magnificent future.